Louisiana Global Marketing

• Culinary storytelling continued to resonate in India, where a leading publication ran two features bringing Cajun cuisine into Indian home kitchens.
• Natural landscapes drew attention in Australia, with Caddo Lake’s flooded cypress forests featured in a CNN roundup of America’s most beautiful spots.
• Louisiana remained a steady trade performer in Canada, cited by a major advisor network as one of the region’s stronger-booking destinations.
• Nordic audiences engaged with Lafayette’s game-day culture and the Wild Azalea Trail through dedicated social content.

Earned media generated over 8.4 million impressions, while campaigns with Helloworld and Chris Watson Travel kept Southern experiences in front of consumers and advisors alike.

June i-94 data showed Australian arrivals to the USA up 6% year-over-year, likely boosted by FIFA World Cup travel, even as year-to-date visitation remained below 2025 levels. New Zealand arrivals continued to decline. Texas posted standout growth among Southern gateways, reinforcing the region’s appeal amid a challenging market.

A 4th of July BBQ hosted by Visit USA The Netherlands drew over 60 industry partners, spotlighting Louisiana with live jazz. New trade relationships also progressed, including Aeroglobe’s expanded product line and Brand USA’s upcoming Route 66 FAM trip through Missouri.

Despite softer year-to-date Benelux arrivals to the USA, down 13.6%, overall travel demand remains resilient, with solo travel emerging as a fast-growing trend. Preparations are underway for September’s Joker Reizen sponsorship and this year’s International Showcase delegation.

Earned coverage reached 811,189 impressions across outlets like O Globo, CNN Brasil, and Lance!, much of it tied to Atlanta’s FIFA World Cup visibility as a gateway to Nashville and New Orleans.

Brazil remained the third-largest overseas market flying to the USA, and GOL’s new nonstop Rio–JFK route opened a fresh East Coast entry point. With Brazilian travel spending at record highs, the focus now turns to converting strong visibility into bookings ahead of peak season.

In July, Travel South USA’s Canada program hosted 11 media meetings, generating 3 published articles and over 504,000 impressions, including strong coverage of Alabama, Virginia, and West Virginia across Canadian outlets.

Trade contacts report steady demand for Nashville, New Orleans, and Louisiana destinations, even as overall U.S.-bound travel volumes soften. Six trade buyers are already confirmed for the TSUSA International Showcase in Nashville this fall.

The team recruited 15 tour operators and one trade journalist for International Showcase, signed six new marketing agreements, and distributed two press releases reaching over 1,450 media contacts — earning coverage in fvw, TOUREXPI, Front Row Society, and NDR radio.

German inbound travel to the USA remains under pressure, down nearly 20% in June and 14.3% below 2025 year-to-date. Still, Brand USA’s leadership expressed strong confidence in the market’s recovery, citing World Cup momentum and continued airline and trade partnership investment.

Media relationships also progressed, with GEO Magazine and Voyage Voyage exploring coverage trips along the Mississippi River and through Louisiana and Mississippi, while social content generated over 21,000 combined Facebook and Instagram reach.

Despite a challenging year, French travel to the US showed early signs of stabilizing, with June bookings down only about 6%, easing from steeper declines. Brand USA reaffirmed France as a priority market for continued investment.

In July, Travel South USA India engaged 16 trade companies and 7 media outlets, trained 116 travel professionals, and secured a new FIT product with Kesari Tours spanning Missouri, Tennessee, and Georgia.

Media coverage delivered strong results, with pieces on Cajun cuisine, Alabama road trips, and Charleston history reaching Indian audiences across print, online, and social platforms.

In July, Travel South USA’s Italian representation logged 9 trade meetings and 3 media meetings, generating 20 published articles and nearly 887,000 impressions, including major features in Elle and La Repubblica on Charleston, Savannah, and Mobile.

Planning is also underway for a November 2026 roadshow across Turin, the Triveneto region, and Naples, with strong early interest from Italian tour operators.

July brought steady groundwork despite the Scandinavian summer lull: six trade delegates confirmed for the TSUSA International Showcase in Nashville, and a major Finnish media partnership taking shape with Mondo magazine, which will publish a 20-page TSUSA special issue in April 2027.

Travel South USA’s new Hablo social platform also launched in the region, already gaining traction with Nordic travel agents and consumers.